Dave Smith Bobsleigh

Overview

Dave Smith, a professional athlete for the Great British Bobsleigh team, sought branding to back his bid to compete for the Team GB lineup in the 2014 Winter Olympics, hosted in Sochi. Working internally with Black Apricot Creative at the time, we were challenged with designing a successful brand.

Approach

We started the branding process with research, idea generation, and regular team meetings. During this stage we mapped out concepts and bounced around ideas until we established a firm direction for the brand. Following this, we designed a series of logos eventually pushing one concept all the way.

Outcome

Following this we designed a series of logos eventually pushing one concept all the way. Aligning Dave’s patriotism, taking inspiration from the Union Jack flag and Team GB brand we combined Daves initial ‘D’ with the shape and motion of a bobsleigh. This successful brand identity was then applied to printed materials.